We asked, and you are answering. One question you have is:
What keywords should personal injury lawyers target?
And the TL;DR answer is: Whichever keywords attract the types of visitors you want. But let's dive a bit deeper.
For the purposes of this post, let's assume that we're talking about trying to figure out what keywords personal injury lawyers should target as part of their organic search strategy (while there may be some overlap, there are some additional considerations for keyword discovery in paid search).
More and more attorneys are embracing the internet and search as a channel for client development. Unfortunately, for the majority of attorneys with whom we talk, their understanding of how search works goes something like this:
It is this thinking that leads to a lot of crappy law firm internet marketing.
And while there's no doubt that some people search like this, this is a very limited way to think about search. Most lawyers haven't yet wrapped their heads around the many different ways that people search.
Most lawyers understand the "yellow pages" directory advertising model. This is why they usually fall into the "city practice area attorney" trap with their search strategy. And so, they become obsessed with ranking for these terms.
And as targeted as you might suspect that visits from these types of searches are, they likely represent a very small percentage of the total relevant search traffic for your firm.
You see, in most cases, the overwhelming majority of relevant search traffic is going to come in the form of long-tail research searches.
This means putting yourself in the shoes of your potential clients. What questions are they likely to have? What language are they likely to use in doing online research?
For personal injury lawyers, this might mean targeting keywords related to:
Of course, these are only a couple of ideas. The point is that you need to put yourself in the shoes of your audience. What problems are they dealing with? What questions are they likely to have? Can you answer these questions?
While there's no question that you want to target keywords that attract potential clients, there are many other people that you might want to attract to your web properties.
These people might include:
And you can probably contemplate a variety of other people that you might want to attract to your site to create, nurture and solidify professional relationships that will enhance your professional reputation, generate more referrals, etc.
So, personal injury lawyers should build content around the types of keywords that these people are likely to use in doing research online.
Now that we've talked conceptually about the types of keywords that personal injury lawyers should go after, here are some ideas about how to discover these keywords.
While keyword targeting and discovery are definitely a part of the SEO equation, it's important to keep this aspect in perspective.
Search engines are becoming much more sophisticated.
Google is smarter than you. It is better funded than you. While you might be able to "trick" search engines into delivering your thin, over-optimized pages some of the time, at least for a little while, in the end, they're likely to catch onto your scheme. Which means, you can either be in a perpetual cycle of trying to find new ways to trick search engines, or you can align your interests with search engines by giving them what they want.
The signals that search engines use to index and sort and relevant pages continue to become more and more complex. And with the addition of machine learning, this evolution is likely to accelerate.
If you're spending a lot of time obsessing over ranking for the handful of keywords that you think are important, you're likely to be left behind.
If you want to obsess over something, obsess about finding ways to make your web properties the best on your subject matter. That's hard enough as it is.
Hope this helps to answer the question. If you have additional questions, please don't hesitate to help us, help you.
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